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Hazelton Lanes S/S 2014

Spring/Summer Campaign

As Hazelton Lanes' redevelopment construction began, the challenge of balancing the marketing of high-end fashion brands with the communication of the construction activities taking place became of highest importance to our ongoing marketing initiatives.

For the spring campaign, we proposed to subtly incorporate more industrial elements into the fashion shoot, in order to touch on the construction activities, without distracting from the merchandise itself or glossing over the redevelopment entirely.

The final campaign presented fashion-forward outfit selections, in spring colours that pop against the crisp white and poured cement backdrop, while featuring subtle constrcution elements such as ladders, and large wire spools.

The collateral was rolled out across print ads, transit shelter ads, in-mall signage including hoarding, backlits, and directories with a behind-the-scenes video of the photoshoot itself played at a prime location during Toronto Fashion Week.